Mitigating Cognitive Dissonance Post-purchase
5 Pages
2329 Words
Chapter –I. Introduction Background of the study Cognitive dissonance is a social psychological phenomenon that creates mental discomfort which occurs after decision-making. Festinger described cognitive dissonance as a state which comes into existence when a person gets confused between two cognitions (thoughts), which cannot exist together and hence create tension for him. Each person has much cognition (beliefs or opinions)...
Cognitive Dissonance